How to think Negatively about the Right Key Words (think L O N G tail) In this post I'm going to share a real world example of how identifying and using keywords can make or break your paid and organic advertising efforts. Full disclosure here - I own and operate a web-based business that sells memberships to organizations so that they can schedule employment interviews online. Without descending into my normal promotional keyword laden explanation its simply a web-based scheduling tool that allows invitees to choose an interview time and date via email. The last 7 years of my life have been so much about promoting this site that I tend to think of it in terms of keywords now. But in the beginning, starting from scratch, I thought over paying for the keywords: "interview scheduling" made me a marketing genius. Until I leaned how to use Google Analytics. Now, you'd think that anyone looking for a tool to schedule job interviews online would probably use that sea
Algorithms Everywhere but Where Are All My Clicks? What happened to the days when SEO was simple and straight forward unlike today’s environment of the mysterious hidden algorithms and big data? Actually, this isn’t true…SEO has never been simple and straight forward and has always been an uncomfortable mix of creativity, hard-core analytics and lots of trial and error. But its not getting any easier when platforms like Google Ads, Facebook Ads, etc. play coy with advertisers about how their algorithms actually work (and in some cases…if they work) and continuously change them. Google has always maintained that marketers who focus on user friendly, relevant content will reap the benefits that those who try to “game” the algorithm won’t (and can’t). To clarify terms, Google’s algorithms can be described as: “…acomplex system used to retrieve data from its search index and instantlydeliver the best possible results for a query. The search engine uses acombination of algorithms